Business

Snapchat’s 2022 Guide to Holiday Advertising

During the festive season, many BigCommerce Merchants, just like yourself, are focused on increasing sales run ads on Snapchat. Snapchatters are a highly engaged audience with $4.4 trillion in global purchasing power. Additionally, Snapchatters’ friends are four times more influential than celebrities or influencers on their purchasing decisions.Now is the ideal time to promote your store, and by following our proven best practices, Snapchat can help you achieve your goals for the festive season. Find our full guide below or book a call with a Snapchat Ads Specialist. We’re here to help every step of the way.

Black Friday & Cyber Monday Is Here! 

During the highest engagement and busiest season, you want to make sure that you can drive the most sales for your business. Snapchatters are hyper engaged during this period and eager to find new products to purchase. We offer you the top pro optimization tactics that guarantee you reach the right audience in the most efficient way possible.

Start Early

Starting early guarantees competitive prices and a solid base to rely on during the sales period.

Maximize Your Bids

Assigning bids at 2-3X the suggested bid allows you to be competitive in the auction while still reaching high quality audiences.

Be Patient

To avoid large performance fluctuations that can impact your daily KPIs, wait 3-5 days between bid/budget/targeting changes.

Broaden Your Targeting

Whenever it’s possible, expand your reach (1-2M minimum) to reduce cost & achieve scalable results especially while bidding on lower funnel.

Avoid Audience Overlap

Follow “fewer ad sets, with larger budgets" strategy to give your ads stronger momentum & prevent auction from blocking your spend.

Diversify Ad Format & Creatives

Use 2-5 creatives under each Ad Set and different Ad Formats  to provide optimization levers,  prevent quick creative fatigue, maximize your reach across all inventory pools.

 Highlight Your Sale

It’s Sales Season and everyone is looking  for the best deal! Showcase the sale early and all the way within your assets.

Rotate New Creatives

Refresh creatives every 2-3 weeks to avoid creative fatigue.

Consider a Consideration/Conversion Campaign

To get your audience moving along the customer journey, the next campaign you should activate is a Consideration or Conversion Campaign. To start, on the “Create Ads” page, simply click “Advanced Create”

For quick reference, check out our festive Consideration/Conversion Campaign setup

Website Conversions Campaign
Select Website Conversion Objective. We recommend a $30 per day minimum budget. (or equivalent in value)
Ad Set 1
Use Age & Gender Targeting. Set your bid goal as Pixel Purchases and use max bid.
Ad Set 2
Target your Custom Audience:Customer List Lookalike(Balanced). Set your bid goal as your Pixel Purchases and use max bid.

Ad Set 3
Target your Custom Audience:Pixel Page View Lookalike (Balanced). Set your bid goal as your Pixel Purchases and use max bid.
Creative
Single Image of Story Ads. We recommend testing multiple video creatives (a minimum of 2).
Additionally, we recommend adding one Story Ad to each of your ad sets. 
Publish
You did it! Check back on your account to see that your campaign has been approved. The process can take 24 to 48 business hours. 
Catalog Sales Campaign
Select Website Conversion Objective. We recommend a $30 per day minimum budget. (or equivalent in value)
Ad Set 1
Use Age and Gender (Prospecting or Retargeting). Set your bid goal as Pixel Purchases and use max bid.
Ad Set 2
Target your Custom Audience:Customer List Lookalike(Balanced). Set your bid goal as your Pixel Purchases and use max bid.
Creative
Single Image of Story Ads. We recommend testing multiple video creatives (a minimum of 2).
Publish
You did it! Check back on your account to see that your campaign has been approved. The process can take 24 to 48 business hours. 

Interested in one-on-one guidance from a Snapchat Ads Specialist?